Formulating Analyzing & Researching Tourism Policy - Essay Example

Formulating Analysing & Researching Tourism Policy Task Tourism policy can be conceptualised as an integrated set of components. The first step inthis process is to understand what you can do and what is legally, ethically and politically acceptable (the developmental philosophy). To this end, what is the underlying philosophy that governs this policy? The developmental philosophy for any new endeavour or enterprise should take into account the legal, ethical, political, social and environmental factors. The Gatwick policy, in this respect, is strongly rooted in the Sustainable Development Strategy of 2000/01 and has put special emphasis on ‘environmentally responsible growth at Gatwick’. Thus, the developmental policy of the Gatwick policy is to “ensure that Gatwick’s operation and development effectively addresses national, regional and local objectives for economically, socially and environmentally responsible development” (GAOMP p. 3). Regarding the environmental issues, special care is taken by the policy designers to address issues that are related to ‘air quality and air noise’ as well as ‘ground noise, biodiversity and resource use” (GAOMP p. 4). Similarly, it is also mandatory that the Gatwick policy gives due importance to ‘safety and security on ground and in the air’ while designing the buildings and structures for the proposed plan. The legal limits to Gatwick policy is set by the airspace policy and air traffic control put by the UK Government and National Air Traffic services. Consequently, the new policy should give predominance to the four objectives for sustainable development. These four objectives include “Social progress which recognises the needs of everyone”, “Effective protection of the environment”, “prudent use of natural resources” and “maintenance of high and stable levels of economic growth and employment” (GAOMP P. 7). The air port development also needs to take into account the developmental control guidelines set out in town and country planning legislation, circulars and guidance and should cope up with the airport design criteria set by the Civil Aviation Authority, the airport security guidelines set by the Department of Transport and the safeguard aerodrome and public safety zones (GAOMP P. 13). If the tourism is not properly planned considering all the aspects it can cause many socio- economic and environmental problems. Avoiding these negative impacts must be the priority of the policy makers. The local authority support is also a significant requirement for the development of tourism in a particular area. All developmental programs must have legal support and it should have a clear vision regarding the future growth and the economic, social and environmental dimensions of the proposed program (Gatwick Airport Outline Master Plan p.4). Task 2: From an understanding of the socio-economic and political parameters that influence a piece of policy it is possible to come up with a vision. What is tourism visioning? Provide an example of a vision statement from your policy document. (Note it may be necessary to read between the lines if this is not immediately obvious.) Why is it necessary to undertake such an exercise? The tourism visioning is the developmental vision for the future and it sets attainable developmental goals for any given policy. The vision statements of the Gatwick plan are two fold: 1) to ensure the continued growth of Gatwick as a one-runaway airport by the year 2015 and to increase the facilities of the airport to accommodate around 45 million passengers on one runaway by 2030 (GAOMP p. 3). The plan also seeks to the annual aircraft capacity to 280,000 flights and to provide employment opportunities to 27,300 by 2015 (GAOMP p. 3). These visions could be accomplished through well-designed strategic investment where economic development, cultural relationship, education and entertainment are aligned in a single policy. It would enhance the environment, reduce the international tension, preserve culture and tradition and open a number of opportunities to professionals, ensure the conservation of forests and other natural habitats of animals and birds and there by contribute to the overall development of the country. Task 3:Any vision will always be influenced by the mission statement of the company or organisation responsible for formulating that policy. Identify the mission statement of this company/organisation. The mission statement of the Gatwick Airport Outline Master Plan is to ensure that “Gatwick’s operation and development effectively addresses national, regional and local objectives for economically, socially and environmentally responsible development” (GAOMP p. 3). Task 4: Any policy will include a statement of what it hopes to achieve i.e. its aims. Outline any five policy aims taken directly from your policy document. 1. The primary objective of the policy is to ensure that the facilities developed support the maximum use of the runway. The other major objectives of the plan include: 2. To maintain a two terminal operation, able to adapt readily in response to changing regulatory air line and traveller needs and expectations. 3. To make adequate provisions for other airside or part-airside activities, notably cargo handling and aircraft maintenance, in locations that have no negative impact on the runway’s hourly capacity. 4. To ensure that surface access infrastructure, notably roads, on- airport car parks and facilities for buses and coaches, accommodates user needs safely and efficiently, to support a strategy to encourage increased use of public transport by both passengers and staff. 5. To ensure that airport development is planned and implemented with regard to its local communities, to optimise economic and social benefits and to and to mitigate and, as far as possible, minimise its environmental impacts (GAOMP p. 22). Task 5: How will these aims be operationalised? I.e. put into practice. (Note one sentence is all that is needed here) These aims can be operationalised through the proper strategic marketing planning. Task 6: Outline five demand and five supply orientated strategies found in your policy document. Demand Strategies Tourism policy should include certain demand and supply strategies for the sustainable growth of the industry. The demand strategies can be categorized as follows: 1. Maintaining the attraction of the destination is a most important thing. People visit only the places which have natural, historical, commercial, or religious importance. Therefore the expectations of the visitors should be satisfied (GAOMP P. 12). 2. Facilitating the destinations with adequate transportation is another strategy to attract visitors. In this highly competitive era, places with aviation facilities earn comparatively more revenue from tourism sector (GAOMP P. 12). 3. Using modern technology and media for marketing tourism, within and outside the country is practically a proven demand strategy. Moreover the policy document should be published to generate public opinion and suggestions from stakeholders (GAOMP P. 12). 4. Effective protection of the environment is often forgotten in the tourism development policies. Places should be maintained with their natural beauty and uniqueness along with the prudent use of natural resources (GAOMP P. 12). 5. “Maintenance of high and stable levels of economic growth and employment” (GAOMP P. 12) is also an essential part of the demand strategy. Supply strategies 1. The promotion of indigenous products is the part of tourism policy which would be considered as a supply strategy. A tourist place can become a good market for the local people to meet their needs by selling their products. 2. Creating linkage with tour operators is another strategy for the sustainable development of a destination. Trained guides and sufficient hospitality management also are the part of this strategy. 3. Overall development of a particular area can not be met only by a government. Private investment is expected for the establishment of hotels, shopping malls and other various facilities. 4. Ensuring safe and secure atmosphere to the tourists is another important concern of the policy makers. 5. Sustainable growth of tourism is the result of good governance (p.12) which ensures neat and peaceful ambiance. Task 7: Clearly some ‘entity’ (i.e. body or organisation) must be designated with the responsibility for writing, co-ordinating and implementing any policy document. In the case of this policy, who has such responsibility? How do they envisage conducting their role(s)? For example, will they take total responsibility for the document and its content or will they designate certain responsibilities? BAA Gatwick, one of the World’s leading airport companies, is designated with the responsibility for writing, co-ordinating and implementing this policy document. However, the document is only a draft for consultation and it seeks views fromm the stakeholders and is subject to any of the governmental updates of policies or guidelines in this regard. The document is prepared by the planning Department of Gatwick Airport Limited and in fact the UK Government is responsible for the implementation of the plan after it has been subject to the modifications based on the views from stakeholders and the public. However, BAA Gatwick has the sole responsibility for this document and its content as this Master plan consultation is supposed to be based on the sustainable development strategy and other legal and transport guidelines set by the Government of UK. BAA Gatwick has to comply with the local authority and other regulations for making its plans and functions. Task 8: Finally we used the term stakeholder for any person who seeks to influence the policy making process. Give some examples of the stakeholders who influenced this policy document. How were they involved? (How did they get their views across?) Were they successful in influencing policy decisions? How can you prove that these people were successful? Stakeholder involvement and cooperation is an important prerequisite for the implementation of any plans or policies. For the implementation of the Gatwick policy it is important to get support from the local authorities. For this, a number of dialogues as well as consultation were undertaken with the local planning authority. The members of the Gatwick Airport Consultative Committee, the airlines (both individually and collectively), and the local authorities (member and office level) constituted the major stakeholders who influenced the policy formation. The views of these stakeholders were collected through ‘open, honest and sincere consultative dialogue’ with the stakeholders (GAOMP P.7). It has been identified that the airport “is an integral part of the infrastructure of South East England and in many ways influences the lives, and the livelihoods, of people living in much of Sussex, Surrey and neighbouring areas” and therefore the needs and requirements of these stakeholders also has formed a major influence on the policy (GAOMP P.10). Undoubtedly, the stakeholders have been successful in influencing the policy decision of the BAA plan as the plan is only a Master plan consultation that seeks the views and suggestions of the stakeholders for modification and improvement. References Gatwick Airport Outline Master Plan: Draft for Consultation March 2005, BAA Gatwick, London, viewed 17 March 2009, . Read More